Fuse Tea Reklamlarının Nöropazarlama Göz İzleme Yöntemi İle Ünlü Kullanımın Etkisinin Analizi

Abstract

Neuromarketing experts measure three important parameters that are vital to consumer behavior. First, attention. For example, a person's attention to the shelves can be measured while watching ads or when a customer wanders around the supermarket. The second is emotional commitment. The third is keeping in mind. How much of the ad we watch or the picture we see, especially which part we have in mind. At first glance, these concepts seem to be impossible to measure using the marketing direction. Eye tracking refers to the measurement process where we look, also known as our point of view. These measurements are performed by an eye tracker who records the position of the eyes and their movements. Near infrared light is directed towards the center of the eye (pupil), causing detectable reflections in both the pupil and the cornea (the outermost optical element of the eye). These reflections the vector between the cornea and the pupil are monitored by an infrared camera. This is the optical tracking of corneal reflection known as central corneal reflection. In this article, Aleyna Tilki, which was prepared for Fuse Tea, which started to serve under the Coca Cola brand in 2012 as a cold tea brand, recounts the taste of renewed Fuse tea, Gülse Birsel tells the taste of renewed Fuse tea, and finally, Oğuzhan Koç tells about the renewed Fuse tea taste Thirty people between 18 and 38 years of age were watched. Three different frames were taken from each of these 3 different advertisement films that were shown to the users and it was tried to decide whether the brand, slogan and the famous use of the product could be passed in front of them. In the findings obtained at the end of the study, a face-oriented brand appeared in the advertisement named Aleyna Tilki Renewed Fuse tea, but the slogan was not read by the audience. Oğuzgan Koç Aleyna Tilki In the advertisement titled use Fuse tea tells the taste Yen, it was mentioned that the product-oriented slogan could be read by the audience.